Rowdy Apricot

Chain of restaurants «Урюк» hit the market with new, completely reworked strategy and redesigned restaurants «Grand Урюк» in order to attract a younger and more active audience.

The classic design of restaurant chain, based on Uzbek patchwork tradition was replaced with a modern and stylish one to fit new chain setting, which combines high quality food and a trendy parties in chain restaurant.

The key points – Luxury, Smart, Fun – define the conception and communicate the message of the new format. Splendid customer service. Professional approach to quality. Swanky parties, performances, concerts.

The classic «Урюк» chain had almost everything – the highest quality cuisine, professional staff, versatile entertainment options. The only thing they lack – something that would make people talk about the new restaurants…

...something bold, provoking and somewhat scandalous. This is how the new logo was born – a golden apricot with ambiguous curves, ironic and provocative.

The golden apricot became the key image of the restaurants. It perfectly reflects the ambiguous character of the brand image and positioning – «not just a restaurant but a never-ending celebration».

Grand opening of «Grand Урюк» restaurants chain was celebrated joyously all around the world: in Ekaterinburg, Moscow, London, Dubai. A central feature of restaurants became new identity and advertising communications. Use of cheeky image and provoking message helped to build wishful brand character and to support constant contact to the target audience.